The anchoring effect of aviation green tax for sustainable tourism, based on the nudge theory

Haeok Liz Kim, Sunghyup Sean Hyun

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


Anchors functions as a reference point for human behavior to adjust the boundaries of a plausible range of values for a question, assuming that a given anchor is greater than the boundary value for a range of plausible answers. This study tests the anchoring effect on travelers who may need to pay aviation green tax. The analyses results reveal that the anchor had a significant effect on approximately 65% of the total of 333 participants (excluding those who entered the same amount before and after (N = 216). This study contributes to the literature on sustainable tourism by investing the factors that induce voluntary change in consumer behavior. The practical implications are to improve transparency and to minimize tax resistance by positively influencing converting travelers’ perceptions of aviation green taxes. Further, in countries where aviation green tax is not introduced, these results could serve as a guide to encourage travelers’ voluntary participation to pay aviation green taxes. As such, tourists’ voluntary participation will contribute to sustainable tourism in the long-term.

Original languageEnglish
Pages (from-to)1082-1097
Number of pages16
JournalJournal of Sustainable Tourism
Issue number7
StatePublished - 2021


  • Nudge theory
  • anchoring effect
  • aviation green tax
  • pro-environmental identity


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